DECODING CONSUMER HABITS: THE HABIT LOOP

About 75% of our daily actions happen without us needing to think about them much, like we’re on autopilot. It’s no surprise that many of our clients at Together are keen on tapping into this automatic mode to encourage consumer habits that stick around.

Now, you may have seen us singing praises about our go-to COM-B framework, a reliable tool for figuring out what drives consumer behaviours. When it comes to working with habits, there’s another player in our behavioural arsenal: The Habit Loop.

It’s a simple model (developed by James Clear, the author of the ‘Atomic Habits’ book) breaking down habits into three key components: cue, action, and reward.

Cue

In the world of brands, the cue can be something internal, like a morning coffee craving, or external, like that tempting snack packaging winking at you. In the digital space, a notification or a well-timed social media post can serve as a gentle nudge, keeping a product on consumers’ radar.

Action

This is the heart of the matter. At Together, we use the COM-B model to identify the drivers behind a behaviour and use that insight to make the action as easy to complete as possible.

Reward

It’s not always just about the immediate joy of a freshly brewed coffee’s aroma or the satisfaction of your favourite post-workout snack. The sense of reward can extend beyond - think improved well-being from consistently choosing healthier food or the warm feeling you get from a progress notification towards your goal. We’re all hardwired to seek rewards, whether it’s the instant delight of a compliment or the long-term satisfaction of eating home-cooked meals.

Conclusion

Understanding the habit loop isn’t just a theoretical exercise - it’s a practical tool for shaping consumer behaviours and making lasting connections with your consumers. The habit loop thrives on the connection between a trigger, a specific behaviour, and the resulting reward. The real trick is in discovering the glue that binds these components together, making habits more likely to enter our regular routines.

Find out how we could apply COM-B and behavioural science to your projects here.

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